US digital ad investment will hit $129.34 billion in 2019, up 19%, taking a 54.2% share of overall estimated ad spend, according to eMarketer. Mobile will make up more than two-thirds of digital ad investment, and while Google and Facebook continue to dominate, Amazon's share in third place will rise from 6.8% in 2018 to 8.8% this year.
Hulu has revealed an interactive ad unit, developed with BrightLine, that allows viewers to ask for promotional offers to be emailed to them from brands. Hulu reports that interactive ads boost purchase intent by 45% and recall by 50%.
Budweiser decided to save an ad for Reserve Copper Lager it was planning to run during the Super Bowl for debut during the Oscars instead. The 60-second spot from VaynerMedia, "A New Bud in Town," stars Charlize Theron beating every man in a bar at games like pool, darts and arm wrestling -- all the while managing to hold her glass of beer without spilling a single drop.
Tarana Burke, founder of the Me Too movement, talks about its latest video campaign that features survivors sharing their personal stories of sexual assault and why it was important to include a diverse range of people who aren't necessarily reflected in celebrity coverage of the issue. "The lesson should be that there are lots of people out here who aren't famous, who are just working hard in their communities trying to make a difference," she says.
Burger King chose to go with a Super Bowl commercial featuring vintage footage of Andy Warhol eating a Whopper, and Chief Marketing Officer Fernando Machado says it was effective for expanding brand awareness despite many giving the commercial poor marks. "The whole campaign was designed to create conversation," he says.
Giant Spoon and HBO are asking this year's attendees at SXSW Interactive to "Bleed for the Throne," combining an experiential activation with a blood donation drive for the American Red Cross. The experience will enable fans to "step into the otherworldly kingdoms of Westeros and interact with key plot lines from the series, walking in the shoes of those who have bled in seasons past," states the campaign's microsite.
Advertisers are the latest victims of cybercrimes, as bad actors create seemingly authentic ads by hijacking actual creative content, then use it to infect the systems of those who click on the content with malware. The ploy could seriously affect the advertising industry, which bases much of its activity of click-thru rates, especially if consumers become less inclined to click on ads for fear that they are actually malware.
The South Australia Tourism Commission was able to significantly increase its online engagement by using strategies that leveraged data-driven social marketing, says Brent Hill, SATC executive director of marketing. "Thanks to insights we have into spend, advertising costs per visitor, and knowing how much an average visitor spends when they come to SA, we can get a clear return on media spend," he says.
Six-second ads achieve around double the completion rates of 30-second spots but creative must be developed specifically for the format and humor can boost engagement by up to 50%, writes Caroline Hugonenc, citing a Teads and Realeyes study. The 6-second ad "just needs a simple approach that works with or without sound to convey a compelling, and hopefully humorous, story in as short a time as possible," she writes.
E.J. Schultz reviews five ad campaigns that were groundbreaking in the way they challenged racial stereotypes, including "Double Dutch" in the 1970s and '80s from McDonald's and Burrell McCain. Schultz also spotlights Pepsi's "Street" and "Concert" from BBDO in 1984 and Wieden+Kennedy's "Spike and Mike" for Nike in 1988.
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